Experiential marketing is the future of advertising | Layne Braunstein | TEDxFultonStreet

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Translator: TED Translators admin
Reviewer: Lalla Khadija Tigha So there’s a lot of talk,
all over advertising, that advertising is dead, as we know it. And that’s true, dead advertising is dead. But live advertising is exploding, and it’s called experiential. Today, I’m gonna tell you all about it. So first, let’s take a step back,
way back. What is an experience,
and how would you define it? An experience to me,
could be all these things, or it could be none of these things. Experiences are undefinable, but they’re also super personal, and that is the power of them. This is my son. (Laughter) One thing we can all agree on is that first experiences are the most
memorable, and powerful, of them all. And I’m not talking about —
like I don’t know — backpacking across the Himalayas,
or kayaking in Antarctica. What I’m talking about,
are the little things in life. I’m talking about first kiss,
baby being born, the passing of a loved one. And these are the type of experiences that bind us all, in a global sense. And some of us, like myself,
are experience addicts. And what that means,
is that we travel from career to career, from job to job, and place to place, in search of that feeling
of the first experience. At the end of day,
that’s how we end up in experiential, and that’s how people
ended up in my company, Fake Love, and that’s how
I started the company. How does defining experiences
relate to advertising? So this is traditional advertising. I’m sure you guys
have seen a lot of this stuff. This is a commercial,
print, billboard, bus stop. And this is what I call
new traditional advertising, templates for everything. And we have to ask ourselves,
how do you feel, when you look at these? What a brand is basically doing
is telling you I want you to feel a certain way, and I want you to buy my product. To me, that’s a pretty passive
and forgettable experience, when advertising has the ability
to change the world forever. And in today’s new world of advertising, brands want to be influenced by you, and that is a big deal,
and that’s super important. This an image
from a campaign we did for Levi’s. This is an actual photo
that someone took of someone else. This isn’t for a commercial, this isn’t a professional photo shoot, this is the real thing. And a lot of brands ask me,
and a lot of advertisers, how do we engage with people like her? How do we engage with the consumers,
and users of today? And I say, well, first of
all, you can’t look at people as consumers or users, you
have to look at them as humans. Experiential to me, and this is something that is a big mantra of mine, is environmental to human design. And what that means,
is you walk into a space, that space curates itself,
and is a beautiful back-and-forth between you and it. Experiential is not a
medium, but a belief. It’s a belief that when you walk into one of those experiences,
you’ll get emotionally connected to that experience, and your
life will be forever changed. And that’s a big deal. That is something that
brands and advertisers have been trying to do,
for a really long time. And also, to me, that’s why experiential
will be forever agile. I say this a lot,
but it’s the last bastion of advertising. To me, three key points
that I’ve come up with over the years and I guess I’ve been doing this
seven-ish years now, that make for really awesome experience,
or experiential campaign. Well, here are three key points. The first one is active,
not passive, engagement. An example of that would be,
let’s say you go to an event, and there’s a bar
with some influencers there. There’s some local fashion designers putting some stuff on the wall, and there’s some cool 80’s movies being projected on the wall. That’s an event, it’s a pretty cool event, but it’s just an event. But, if you go to an event,
and there are some influencers at the bar, and they want to play
some cool video games with you to create some custom cocktails, and then you walk up
to some local fashion designers, and they each give you a spray can, and then you and the fashion designers
spray paint all the clothes, and you get to take it home with you. And then when you look at 80’s movies
projected on the wall, you see your face instantly in all of them that’s experiential, and it’s super cool. Two, it has to be live. Simply put, if you go to a music concert, it’s probably pretty fun,
but it’s just music. But if you go to a music concert, and there’s haptics on the floor, and there’s scents in the audience, and there’s generative live visuals
based on the music, that’s experiential to me. Third, big point for me, is that an experience
has to be multi-sensory. And what that means,
is it hits all your senses. It hits sight, smell, taste, and you guys can see I’m talking about
multi-sensory, through all these. But as a whole, an active
live multi-sensory engagement, to me, creates the most memorable
and honest experience, of them all. So, hat does this look like in real life? Well, I’m going to show you some stuff. This is a project
we did for Google and Coke, and basically, what you can do, is you can send a free Coke
and a video message to a stranger, anywhere in the world. This is a project we did for Lexus. Through a secret Facebook contest, you got sent to a secret hanger in Italy, where you got to play
a real life video game with an F1 driver, in real-time. This is a project we did for Levi’s, where you got to collaborate in real-time
with musicians and artists, using hacked instruments and tools
on a train, traveling cross-country. This is a project we did for 7UP, where we created
a multi-sensory concert for deaf kids, where they showed up,
they were super surprised, we had the number one DJ in the world,
Martin Garrix, playing. I think, what I remember
one of them saying at the end of this, is this has changed my life forever. And that’s something you want to hear,
when you’re at an experience. And lastly, this is a project
we did with New York Times, 20th Century Fox, and IBM. And what we did, was we created
an augmented reality experience, where we took NASA scientists
that were overlooked by history, and we placed them in your phone,
and you can place them in real life — well augmented life —
anywhere in the world. And this was a really powerful experience. We did this last year, and it works. So these are real-life social posts from the experiences you just saw, as well as, some of the other experiences
that I’ve worked on, over the years. And what you’re seeing here is amazing! And what you’re seeing here
is true brand love. And that’s something
that brands and advertisers have been striving for, for decades,
and we just get it here. We are in the age of experience here,
and it’s here to stay. Brands want you to help build worlds, and they want you to help build it. Thanks. (Applause)

7 COMMENTS

  1. Great video and great information. Thanks Layne for providing such valuable insight. I'd love to connect with you as I provide detailed information and ongoing support to Experiential Marketing professionals. Check my channel!

  2. Great video and great information. Thanks Layne for providing such valuable insight. I'd love to connect with you as I provide detailed information and ongoing support to Experiential Marketing professionals. Check my channel!

  3. Cool thoughts, the measurement of the experience is where a lot of value exists for the brands also.

  4. Very instructive, but next time, try to maintain eye contact with your audience so your presentation is more "Experiential". .

  5. great take! on point. you're 3 key points are inspired me for a project I'm working on. some great tips for marketers here.

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